Lazarchic

Online product reviews can create opportunities around one of the oldest direct marketing tools: customer testimonials. Such reviews and ratings can drive conversions on your Web site. Take Petco.com, for instance. Visitors that browse the top-rated product pages on Petco.com convert 49 percent more often and spend 63 percent more than browsers using other categories, according to the pet supplies marketer’s vice president of e-commerce John Lazarchic. He revealed these facts and a number of tips at a session at the eTail conference, held earlier this month in Palm Desert, Calif. 1. Solicit initial reviews through promotions. “When we first launched the program, we promoted